Poor culture the biggest candidate turn-off
More than any other attribute, a poor workplace culture will brand an organisation as a "nightmare" employer, according to new research.
How to rebuild a brandPeter George, a registered psychologist and also a director at Talent2, told the launch that rebuilding a company's culture and brand can be "very, very difficult, but it starts with people".
"The leaders of an organisation determine the culture in their behaviours, what they do, and what they tolerate. If you've got an organisation whose brand has been destroyed or damaged in some way, then it is a very, very systematic building process in the future, of getting leaders together, defining what the culture needs to look like in the future, and getting very serious about behaviours which they demonstrate on a daily basis, and the behaviours that they support and the behaviours that they don't tolerate with employees."
George adds: "You can destroy a brand very quickly, and it takes a long, long time to climb out of that hole.
"I heard someone say, 'I'll continue to shop [at David Jones] but I don't want my daughter working there'. That's a legitimate comment coming from the community.
"How long does it take? It depends how hard you work at it. This culture is something you can define. It doesn't come through good luck; it's about defining it properly, getting the leaders in your organisation together, defining it well, and making sure that everything you do, whether it be your employer brand, the way you greet people as they come in the door... starts to say, 'let's put the past behind us and live again', but it has to be a structured plan.
"How quickly you get there really depends on how much damage is done. I think generally, as a community we're fairly forgiving, and the DJs issue will disappear by this time next year, if they get serious about making it a worthwhile place and living the values that they espouse to."
Australia's "dream employers"The survey identified the top attributes that made a "dream employer" as (in order): brand/company reputation; culture; work/life balance; and reward and recognition.
The top dream employers, nominated by survey respondents, were:
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